Many higher-ups in brands are still sold on this idea that it’s about acquisition. Incentives impact results quicker when you’re focusing on acquisition and on the media ROI. Loyalty is definitely a longer-term play. It takes longer for results. That can be very discouraging for people who like to see results immediately.
There also are a lot of other challenges like the technical expertise in execution. Tying together and translating marketing and brand loyalty objectives into technical specifications is really hard for a lot of marketers. These can range from an online community platform to a new type of CMS or even something like beacon technology.